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Burrell Communications’ first work for Toyota puts the Corolla and Camry in settings familiar to an African American target and suggests the cars are stylish as well as dependable.
TV spots that broke late last month and print set for November issues of African American target magazines aim the Camry at an older audience, while work for the Corolla, which is aimed at a younger buyer, emphasizes fun, said Fay Ferguson, managing director of the Chicago agency.
In a commercial for the 2003 Camry, an older man plays chess with a younger guy in a city square.
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